LEGO Promo, Case study LEGO IMAGINE by Jung Von Matt Germany

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Industry Toys
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt Germany
Creative Director Karsten Ruddigkeit
Art Director Reza Ramezani
Copywriter Johannes Milhoffer, Corinna Ernst
Designer Daniel Zier, Julian Lebel
Released March 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: LEGO
Product/Service: LEGO
Agency: JUNG von MATT
Chief Creative Officer: Deneke Von Weltzien (Jung Von Matt)
Creative Director: Karsten Ruddigkeit (Jung Von Matt)
Copywriter: Johannes Milhoffer (Jung Von Matt)
Copywriter: Corinna Ernst (Jung Von Matt)
Art Director: Reza Ramezani (Jung Von Matt)
Account Manager: Marc-Olaf-Duncker (Jung Von Matt)
Designer: Julian Lebel (Jung Von Matt)
Designer: Daniel Zier (Jung Von Matt)
Media placement: Consumer PR - Online/Facebook and in a few Newspapers, for example: Bild, W&V, Vanity Fair, BZBerner Zeitung, Südkurier, Kurier - 15.03.2012

Summary of the Campaign

Our Lego print campaign aimed at inspiring parents and young adults for Lego and spark their imagination.

We started off with a non-existent online-media budget, but with the strong belief, that a single yet strong idea is capable to inspire more people than a costly PR campaign. So we posted the motifs of our Lego print campaign online, to see if people would like it, share it and talk about it. They did. What began with a single post, soon became the talk of town within the design and advertising community. Just hours later, opinion leaders all over the world shared our Lego brick figures in social networks with their fans, followers and friends. And those shared it with further friends.

Shortly after, the press picked up on it: The German Bild-Zeitung – Europe’s highest-circulating newspaper – printed our campaign as the 'Lego puzzle' and many more national and international newspapers, like the English Mirror or the Italian Vanity Fair wrote about the campaign online. Exceeding our wildest expectations, the idea spread all over the world within 4 weeks, touching and engaging millions and millions of people.

Our entry is appropriate for the PR Lions, because we successfully followed the cardinal rule of PR: Create something that people like, talk about and spread by themselves.

The Situation
Based on the original world-famous Lego Brick, Lego today offers a wide range of toys and learning materials. These foster creative playing and playful learning in children in 30 countries all over the world.
The task was to come up with an idea which is simple enough to be understood internationally, yet so exciting that people everywhere like to share and engage with it.

The Goal
Kids all over the world are already crazy about Lego – now we planned to go for their parents as well.
The goal was to make parents experience Lego themselves, by sparking their own imagination and creativity. All of that with almost no online media budget at all.

The Strategy
The strategy was to create something that people actually liked to share by themselves. Therefore, we had to develop an idea which first challenged the observer’s imagination and then put a smile on his face.

We created a campaign of eight motifs, each showing simple LEGO brick figures which resembled popular cartoon characters. Then we distributed them among a “mature” and design interested community. Shortly after, the campaign found its way via the opinion leaders into the social web, to various on-line publications and even into the printed press.

Documented Results
Within a single month, from the 15th of March to the 15th of April, we counted:
More than 42.790 Posts in blogs and forums
Over 122,000 hits on Google
Nearly 35m media impressions just on Facebook (with a share-rate of 11% – average 3%)
And more than 240m media impressions in newspapers, blogs and online-press.